From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: Building Trust and Value Through Attribution - Given by Dave Rigotti, @drigotti - Bizible, Director of Marketing. #SocialPro #23B

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BUILDING TRUST AND VALUE
THROUGH ATTRIBUTION

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§ Head of marketing
at Bizible
§ Obsessed with B2B
marketing
§ Mission is to “make
every marketing
dollar profitable”
ABOUT

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§ Multi-touch Consider the whole journey
§ Omni-channel Commonality of metrics
§ Centralized Sum is equal to the parts
SOCIAL ATTRIBUTION FRAMEWORK

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§ Multi-touch Consider the whole journey
§ Omni-channel Commonality of metrics
§ Centralized Sum is equal to the parts
SOCIAL ATTRIBUTION FRAMEWORK
TRUST

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SINGLE TOUCH ATTRIBUTION

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MULTI-TOUCH ATTRIBUTION

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§ Social
§ Organic search
§ Retargeting
§ Paid search
§ Email
CHANNEL BIAS

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SINGLE VS MULTI-TOUCH
FIRST-TOUCH
34%
of revenue

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SINGLE VS MULTI-TOUCH
FIRST-TOUCH
34%
of revenue
MULTI-TOUCH
27%
of revenue

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SINGLE VS MULTI-TOUCH
FIRST-TOUCH
34%
of revenue
MULTI-TOUCH
27%
of revenue
> 20% DIFFERENCE

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§ Social
§ Social
§ Social
CHANNEL BIAS

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§ Social
Blog & ebooks
§ Social
Case studies
§ Social
Demo / trial
CHANNEL BIAS

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EARLY RESULTS
BEFORE
42% leads
27% revenue

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EARLY RESULTS
BEFORE
42% leads
27% revenue
AFTER
31% leads
30% revenue
MUCH MORE EFFICIENT

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OMNI-CHANNEL

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CENTRALIZED
1 + 1 != 3

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ACCOUNT-BASED

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Focus on outcomes, ie revenue
Less leads; more value
RECAP

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THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!